Discussion – Marketing Trends & Style

The difference between marketing trends and style is often up for debate and in this instance, we’re putting our case forward for integrating the two when it comes to delivering effective marketing strategies.

Trends are a force for good. They can be fickle and fleeting and fraught with peril, but they are also the reason why so many self-publishing platforms have influenced brand strategy and how more so than ever, we can effectively reach our target audiences.  Trends empower us to adapt, refresh, evolve and move on.  If we choose to embrace communication trends without clear strategy, reasoning and direction, we stand to lose.

STYLE AND MARKETING TRENDS

This brings us to style, that alloy of taste and habit that is timeless and authentic and wholly unique to each marketing campaign. Too much style on its own can be bad. It can leave us rigid, stale and resistant to change; it can trap us in the past and lead us to focus on communicating through platforms that might not yield the best results or be the best strategic fit for our objectives. In being so convinced of our own sense of rightness, we must be careful not to miss the wrongness of what we’re doing.

For style to succeed — for it to thrive through the singularity of its combinations and the superiority of its own craftsmanship — it needs to belong in the present moment and needs a little help from trends.

Trends and style are different, but they’re far more interconnected than most of us are consciously aware. Jumping on trend bandwagons without contemplating style can be reckless. Style without trends can be irrelevant.

For a marketing campaign to be most effective, we need to embrace not one or the other but both. And this is the approach we are proud to adopt at Twist.


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